Shelf Life: Heineken budgets for responsibility
Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- Heineken’s moderation message
- Net#work BBDO and Libresse say what they mean
- Goodness Gang at Food Lovers and FreshStop
Heineken’s abstinence option
Heineken has announced it will be committing at least 20% of its annual media budget spend to its responsible consumption campaign, Enjoy Heineken Responsibly (EHR), in an effort to make moderate consumption of alcohol more aspirational.
Says Ruud van den Eijnden, Heineken managing director, “The Enjoy Heineken Responsibly campaign is not just a once-off but rather the pilot of a long-term commitment. We have a long history of encouraging responsible consumption, and take this role very seriously as we understand alcohol abuse is a complex societal issue. Our goal in SA is to do our part against alcohol abuse and make moderation ‘cool’. We want our brands to form a central part in our moderation message: stay in control of your actions and enjoy your experiences.”
The EHR campaign features various elements including “When You Drive, Never Drink”, a TV commercial created by Heineken Global which began flighting earlier this month and features road safety pioneer and F1 legend, Sir Jackie Stewart.
The message is meant to leave consumers with no doubt: when you drive, you must never drink.
EHR is being rolled out across multiple traditional and non-traditional platforms, including TV, print and digital, throughout 2017.
Following on the success of its world-first Vagina Varsity, Libresse’s new campaign promises to “unembarrass your period” by highlighting how ridiculous it is when we don’t say what we mean.
BBDO South Africa CEO, Boniswa Pezisa, says: “With Libresse’s first campaign, the issue of language became clear — many women did not have the courage to say what they meant when it came to talking about vaginas and vaginal health, opting instead for metaphor and euphemism to describe normal bodily functions.”
While Vagina Varsity happened in private in people’s inboxes, this campaign takes the brand directly back into the lounge and onto our TV screens, where it is reinforced with online and social content. The audience is asked to make its own ad and star in it. The interactive ad allows viewers to select its own euphemisms from dropdown menus and thus to control the script. But the options are random, unassociated, and aim to cause hilarity, rather than embarrassment.
A viewer-created script could end up reading: “When a woman is on her squirrel every month, violets and other stuff come out her vase. Wearing a couch for the whole day can cause odours… Unembarrass your period with Libresse Maxi pads with odour control.”
The Vagina Varsity campaign, managed by Net#work BBDO and media liaison partner ByDesign Communication, built up Libresse’s email subscription list to around 8 500 and Facebook fans to nearly 35 000. The “Unembarrass your period” campaign goes social to target these audiences, too.
Goodness Gang goes national
Fresh produce retailer, Food Lover’s Market, and convenience retail brand, FreshStop, have launched the Goodness Gang across South Africa and Namibia.
The Goodness Gang, a range of eight fruit and vegetable plushies, aims to educate and promote healthy eating amongst Grades RR-3 learners in a fun and interactive way.
Says Brian Coppin, CEO of Food Lover’s Market, “We had very positive feedback from shoppers in the Western Cape. Based on this feedback and success at stores, we decided to launch the extended Goodness Gang family nationwide, as well as in Namibia. “Our aim is to encourage kids to eat fresh fruit and vegetables, and the Goodness Gang campaign provides us with this opportunity.”
FreshStop will be introducing its own range of Goodness Gang Mini characters at all FreshStop at Caltex stores countrywide this month as part of its focus on providing customers with healthy offerings as ease, time and space efficient offerings blend with on-the-go lifestyles.
The campaign will run until November this year.
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.